The brief
Ocado, the innovative online grocery retailer, wanted a distinctive, character-led campaign to build stronger brand recognition and emotional connection with customers. The concept centred on Ocadoman – a plucky delivery driver determined to get groceries to customers, no matter what.
Challenge
The challenge was to create a consistent, memorable visual identity for Ocadoman that could adapt to a wide range of narratives. Each illustration needed to stay on-brand while being engaging enough to capture attention across print, digital, and outdoor media.
Solution
Collaborating closely with the head of brand, I illustrated and vectorised hundreds of bespoke Ocadoman scenarios. From fairy tales to Elvis, each scene placed our determined driver in a new setting, telling a visual story that was playful, relatable, and unmistakably Ocado. All illustrations were hand-crafted, then meticulously prepared as versatile, production-ready assets.
Results
Ocadoman became a much-loved face of the brand, helping reinforce Ocado’s identity and customer appeal. The campaign supported consistent business growth from 2006 to 2008, after which the character was officially retired—leaving behind a strong legacy in Ocado’s early brand history.
